According to fundraising research lab NextAfter, the conversion rate - the number of potential donors who visited the donation page of a nonprofit website and actually made a donation was 22% in 2020. That means a whopping 78% of visitors who considered donating enough to click through to a donation page, never actually donated.
Sad, isn't it? Want to get more conversions for your organization. Here are the top 5 ways to optimize your online donation page:
Catch the donors attention right away by adding a strong "Why Give" message at the top of your donate page. Be sure to include measurable outcomes for the donor's gift.
Remove any change your donor will be misdirected before donating by removing distracting links from the donate page. That includes links to your social media channels, and even main menus when possible.
Avoid any transactional language. Donors aren't looking to buy something - they want to know their gift can make an impact. The best way to avoid off-putting language is to use a donation form intended for nonprofits, not a shopping cart. Don't forget to check the content of the email receipts your donor receives, too. They should not say "Thank you for your purchase", but thank you for your contribution.
Minimize perceived input/effort with forms. The less information your online donation forms require, the quicker and easier it is for a donor to complete their gift. If an address and phone number aren't required to process the donor's credit card, then don't require it. Also, remember, the fewer clicks the better, so be sure you're not requiring your donor to review their order before submitting it.
Don't forget the details. Be sure there is a lock icon on your donation forms so donors immediately know their information is secure. Place your tax ID# where is easily visible, and add a phone number or email address a potential donor can use to reach out if they have a question or need assistance.
Take a look at the donation page of your nonprofit's website today and you may be able to make some quick, easy changes to help increase conversion rates.
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